Marico South-East Asia Corporation (MSEA), a wholly owned subsidiary of Marico, has acquired a 75 percent stake in Vietnam-based direct-to-consumer (D2C) beauty and personal care company Skinetiqu JSC.
The transaction is expected to strengthen Marico’s presence in Vietnam’s expanding domestic market, estimated at over 100 million consumers, while supporting the company’s broader international growth strategy.
Founded in 2011 and headquartered in Ho Chi Minh City, Skinetiqu operates within the D2C beauty and personal care segment. Through this majority acquisition, Marico aims to enhance its regional portfolio and deepen its footprint in Southeast Asia, where MSEA also maintains operations in Malaysia, Cambodia, and Myanmar.
The acquisition reflects continued strategic focus among FMCG players on high-growth ASEAN markets and digitally native beauty platforms to diversify revenue streams and accelerate cross-border brand expansion.